The critical factors to select and purchase vehicle's replacement tire of Thai car owner.

Abstract

According to growing rapidly of car industry in Thailand every year and number of passenger car was high volume of sale when first car’s policy was issue so growth of vehicle’s tire industry also increased and many tire manufacturers plan to extend the market by setting plant in Thailand. Not only the economics’ consideration but also tire is part of car that contract to the road, so knowing how consumers make decision toward purchasing tire is interesting and beneficial. Since, there is no exactly research about consumer behavior of tire in Thailand, so this research focuses on the factors that implement consumer to purchase replacement tire. The result of the find out could be practical and beneficial to the tire and automobile companies.

KEYWORDS: Vehicle Tire/ Consumer Behavior/ Car Tire/ Replacement Tire/ Tire Selection